Perception of mainland Chinese visitors towards tour guides in Hong Kong

Pao Yue-kong Library Electronic Theses Database

Perception of mainland Chinese visitors towards tour guides in Hong Kong

 

Author: Chow, Ching-man Ivy
Title: Perception of mainland Chinese visitors towards tour guides in Hong Kong
Degree: M.Sc.
Year: 2001
Subject: Tour guides (Persons) -- China -- Hong Kong
Tourism -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
School of Hotel and Tourism Management
Pages: x, 131 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1600931
URI: http://theses.lib.polyu.edu.hk/handle/200/3445
Abstract: The purpose of this study was to explore the perception of Mainland Chinese visitors towards tour guides in Hong Kong. Twenty pertinent tour guide's service quality attributes were identified. The importance and the performance of Hong Kong's tour guides in these attributes as perceived by Mainland Chinese visitors were assessed. The findings indicate that the worst aspect was regarding to the issue of "shopping". At the same time, tour guide's problem solving ability was rated as one of the most important attributes, but Mainland Chinese visitors perceived the performance of Hong Kong's tour guides on this area was one of the worst. Furthermore, the results of Importance-Performance Analysis showed that tour guides in Hong Kong performed well in 11 out of the 20 service quality attributes, these areas mainly related to their professional skills, reliability and language ability. On the other hand, no evidence was found that there were significant influence of Mainland Chinese visitors' demographics and past travel experience to Hong Kong in their rating of perceived importance of tour guide's service quality attributes and the performance of Hong Kong's tour guides in this study.

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